Improve Health by Marketing Health

All companies know that in order to succeed marketing must take place.  After all, how do you expect anyone to know you exist if you don’t tell them about who you are and what you do? When it comes to public health professionals, however, they do not always have the same mindset.  Marketing is not as well understood or known in the public health community.  One of the reasons for this is because it is not taught in medical schools. Regardless of how this came to be, it is important for public healthcare professionals to begin marketing health in order to improve health.

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This will be done as knowledge will provide consumers information on how to promote their health as well as information on various health protection interventions.

The American Marketing Association defines marketing as follows:

“creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders” (emphasis added).

The Centers for Disease Control and Prevention (CDC) has taken this information and used it to form a definition of healthcare marketing:

“creating, communicating, and delivering health information and interventions using consumer-centered and science-based strategies to protect and promote the health of diverse populations.”

Marketing can play a huge role in public health by using core marketing activities. Some of these activities are conducting customer research, building sustainable distribution channels, and improving accessibility to easily adopted programs.  By using these core marketing activities, public health professionals can improve the likelihood of patients to adopt and implement specific health behaviors and practices.  There are many evidence-based prevention strategies that consumers simply will not know about unless the information is adequately marketed to them in a way they can understand.  By giving off these messages to the public, healthcare marketing can help to close the gap that currently exists between everyday practice and public health research.

Healthcare marketers have a common end goal: provide accurate, relevant, and accessible health information to the public.  This information will help people to protect and promote their health as well as the health of their families and those around them.

In conclusion, it is important to recognize the usefulness of healthcare marketing.  With more and more providers implementing it within their own practices, it will only advance the field of public health and knowledge on specific treatments and outcomes.

How to Grow Local Organic Marketing Without Ads

Many companies utilize local marketing techniques to grow their businesses; after all, local business are what makes each community unique.  However, enterprise businesses also contain the same ability to affect communities, regardless if they are chain stores or online platforms.  The purpose of this article is to learn how large, enterprise businesses can grow local organic marketing without the use of ads.

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Certain businesses are already scaling local.  Airbnb requests its top brand promoters to create content about experiences in order to benefit other customers.  Another program by Lyft, called Ambassador, will reward local users when they share the service with other people located in their communities.  While Sport’s Authority is closing its doors, its top competitor Dick’s Sporting Goods’ stock is at an all time high.  The reason for this?  On local sponsorship pages, it appears as one of the most frequent brands to be marketed.

What does it mean to scale local?  Scaling local marketing involves developing an overall mission and a well thought out plan to get the most out of relationships at a local level, including writers, customers, community organizations, and employees.  Although this will sometimes require financial investment, it is really the only way to scale locally without having to rethink organic marketing.  Instead of paying advertisers to list more ads for their brand, companies need to allocate funds to sources who will aid in growing relationships and developing more content.

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How to scale local with customers:

In order to scale local with customers, businesses must localize and personalize interactions with their customers.  The upside to this is it can be pretty inexpensive to do.  The downside is that this can only be done in a market where there is already a presence established.

How to scale local with writers and creatives:

Businesses can work with local creatives to create content for their site as well as collaborate together in order to create sponsored content for the writer’s publication.  The upside is that very authentic content will be a result of this.  The downside is that the management level required is large and there are specific rules to follow.

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How to scale local with sponsorships:

Businesses need to partner with local meetup groups, nonprofit organizations, events, groups and schools to gain a local footprint.  The upside is there are major benefits to this method, and the downside is that this can be quite expensive and take a lot of work.

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How to scale with local employee empowerment:

Businesses can start programs that are designed to match donations made by employees to nonprofits as well as pay them in order to volunteer.  The upside is maintaining employee retention rates and the downside is that a full time employee may be required in order to organize it.